Marketing Strategy for Child Care Business
Introduction
Following the set objectives of the Happy Baby Care Centre on the sales growth of 20 % and 15% market share for the first year of its operation, the organization is mandated to have effective marketing strategies that will reflect the above growths. According to Markides and Sosa (2013), better sales and market share growth can only be achieved through an effective marketing approach by the organization. For instance, Happy Baby Care Centre will ensure that proper communication and effective marketing approach are used during marketing. Some of the marketing approaches that need to be considered by the organization as proposed by Kim and Smith (2007) include promotions, exhibitions, after sales services, provision of quality and affordable childcare services among other. Additionally, the organization will also consider various channels that will suit its marketing strategies. Some of the marketing communication channels that the organization will consider include advertising through radios and televisions channels, use of billboards, bronchus and road shows within the location where the centre is situated. Moreover, all the above marketing strategies must fall within the planned marketing funds by the organization.
Information Required by Customers concerning Happy Baby Care Center
Happy Baby Care Center being an organization that is new in the market, it is important for the organization to provide any necessary information about the organization to their customers during the marketing process. For instance, it is important for customers to know the location of the center. Therefore, the organization will be required to provide its physical addresses, mobile numbers addresses, the organizational website and customer care contacts of the organization. Such information will be helpful as they will provide customers with the opportunity of getting any information of the organization as found by Arnold (2005). Apart from the organizational addresses, Happy Baby Care Center is also required to inform their customers on the services to be offered by the organization, charges of the services, organizational structure of the organization and some of the after sales services that the organization offers to their clients (Huff, 2007).
Personal Selling
During marketing, the organization will also consider personal selling as part of its marketing approach. Through this practice, the organization will ensure that it train some of its personal selling selected team. Some of the training skills that the organization will provide to its personal selling team as revealed by Arnold (2005) will include proper and effective communication skills that the team will use during marketing, better public relations, convincing power skills and the ability to identify the organization target markets and locations. For effective personal selling to achieved, Happy Baby Care Center will ensure that it motivate its personal selling team. Therefore, the team will be given a target to meet, which will lead to the provision of various rewards such as salary increment, provisions of gifts and additional commissions on top of their salaries (Huff, 2007).
Evaluation of personal selling will be based on the potential and ability of the personal selling team in attracting customers towards services of the organization. Therefore, the process will be evaluated based on the number of customers that are reached and attracted on a daily basis (Markides & Sosa, 2013). These will be customers who will be convinced to register their children with the organization. Thus, in order to ensure that an effective personal selling is achieved, the team will be required to separate into groups and ensure that they visit different places daily. This approach will ensure that better and effective personal selling is realized (Kim & Smith, 2007).
Communication Objectives
According to the objectives plans of the Happy Baby Care Center, the organization has a number of targets that it needs to achieve within a span of one year. For instance, the organization desires is to hit a sales growth of 20% and 15% market share within the first one year. Additionally, the organization has the plan of having a minimum of 200 children at the end of the first year. The above objects of the organization can only be achieved through developing of an effective communication within the organization. Hence, the organization must ensure that it develop better relationship with its clients through effective and continuous communications (Markides & Sosa, 2013).
Communication Strategy
For an effective communication to be realized towards marketing for the Happy Baby Care Center, the organization focuses on the use different media communication channels. For instance, the organization is planning to use advertisement through televisions and radio stations. Others will include the use of billboards and bronchus. Additionally, the use of public relations will be part of the advertising program (Arnold, 2005). This approach will be used by the organization in order to ensure effective communication and relations between the organization and its customers. Additionally, the organization is planning to use various promotions such as exhibitions, after sales services such as free delivery and offers where a client with three children will be required to pay services for two children. Promotion effective will be measured based on customers’ response on the services offered by the organization.
References:
Arnold, M. (2005). Effective Communication Techniques for Child Care. Stamford: Cengage Learning.
Huff, P.Y. (2007). Make Your Business Survive and Thrive!: 100+ Proven Marketing Methods to Help You Beat the Odds and Build a Successful Small or Home-Based Enterprise. Hoboken: John Wiley & Sons.
Kim, Y.K & Smith, A.K. 2007. Providing a critical services today for tomorrow’s consumers: A relational model of customer evaluations and responses in the childcare industry. Journal of Retailing and Customer Services, 14(2007): 232-245.
Markides, C & Sosa, L. 2013. Pioneering and First Movers Advantages: The Importance of Business Models. Long Range Planning, 46(4-5): 325-334.
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